From audience to activation, minimising data leakage

Explains how Dentsu Aegis uses its own global qualitative panel and other data sets, including audience measurement systems and client first-party data, to create a link from insight to activation without losing lots of data along the way.

The death of demographics

This article is part of a series of articles on how to define and reach the audience. Read more.

Until the very recent past, the route from audience to activation was simple. We used a range of different data sources to create targeting approaches and profile audiences, delving into their consumer journey, exploring emotional and behaviour triggers, and then campaigns were activated against broad demographic audiences. But the industry has been on a journey from one-size-fits-all to a more bespoke approach. The digital economy has created an explosion of data. More data will have been...

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Insights Team
Bray Leino

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